Blog homeApparently sex sells. For a suitable for work version as to why this may be, I suggest you go and read the appropriate Wikipedia article about it.
The Visit Denmark example
VisitDenmark used the concept of a one night stand (between a Danish lady and a tourist) for a buzz campaign via youtube. Video got a million plays (and has now been taken down)
Here is another version of it
The storyline was that this lady had a baby (conceived by a tourist) and now was looking for the father. If someone can help me understand how that promotes Denmark as a tourism destination please do add in the comments!
Being youtube got some good reactions already!
Is buzz by iteself helpful? Or does buzz have to reinforce an existing message?
For further coverage:
- Revolution magazine – Visit Denmark video hoax prompts backlash
- Nick Burcher – including screenshot of the microsite that was created (no longer live)
Perhaps they want to promote the concept of tourists being able to pick up Danish girls – which is a destination attribute not often highlighted by government backed tourist boards!
The Westin example
The Westin resort on Aruba is offering people (couples presumably) a 300 USD “conception credit” towards their next stay if they can conceive a child while staying between Sept 1 to Dec 19 2009.
This offer seems to have got the social media networks up in arms too (mainly complaining about the PR).
Analysis
I don’t particularly like either social media oriented campaign. The Visit Denmark one in particular seems badly conceived (!). I guess when we watch TV we know what is news, what is real and what is advertising. When companies blur that distinction in order to promote a brand this tends to confuse us so we react negatively once we find out it was a hoax.
The Westin example just seems in poor taste.
What do you think?
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I guess for a smaller country thats not a main worldwide destination, promotional stunts like this help to bring some (ANY) attention to themselves. Some think of the moive “Australia” in the same way
I see this targeting a specific audience
1: People that want to get some action in Denmark.
2: 15-25 year olds sending viral videos that have never heard much of Denmark or what it has to offer.
In relation to these two points, I think the video does its job. For the older travellers I think it’s pretty much pointless and could actually do more damage than good, but they must have known this when they put it on the internet.
The Westin stunt is just disturbing. I am not sure if shock marketing has a place in the hotel arena. How about shock us with some good rates?
Graham
I found the Danish campaign manipulative and vaguely sinister. The Westin stunt is just lame. I guess we all see things differently.